Consumer preferences for four livestock products were investigated to determine consumer
willingness to pay (WTP) for livestock production process attributes. We use an inferred
method of attribute nonattendance (ANA) using the coefficient of variation on individual
specific parameter estimates to assess the variability of preference intensity for various
product characteristics. We find that accounting for ANA did not significantly impact mean
estimates of WTP. Implications of our findings on the reliability of existing work in the area
of consumer preferences for animal welfare attributes are discussed.